Longchamp unfolds new chapter on London’s Regent Street
Situated in London’s prestigious and historical shopping district, the flagship, La Maison in Motion is a light-filled 500m2 store designed by Longchamp’s dedicated architectural team. The centerpiece of the two-storey space is a curved staircase leading to a floating mezzanine, above which hangs a statement artwork.
The ground floor is filled with the vibrant colors and shapes of women’s bags and accessories, shapes that are frequently seen on London’s streets, such as Balzane, Legende, LM Cuir, Gatsby, Cosmos and Gloucester. Here, a dedicated area beneath the mezzanine allows customers to discover Longchamp’s refined, elegant Ready to Wear collections as well as its latest line, shoes. Shoes joined Longchamp’s line up in 2012 and mirror the label’s handbags and ready-to-wear for the season, with some styles available in eight to ten shades.
The floating mezzanine is dedicated to Le Pliage®, Longchamp’s best known and iconic bag launched twenty years ago. The nylon Le Pliage® in 12 rainbow colors sits at the center, opposite a wall of the latest hero collection, the Le Pliage® Cuir, a fine grained, soft and supple interpretation of a shape that has become a classic.
Finally, at the top of the stairs, a muted mood takes over on the first floor, home to men’s collections and luggage. This includes a small salon area where shoppers can rest and view the hustle and bustle of Regent Street below.
The new store features a large suspended work by London-based trio, Troika. Eva Rucki, Conny Freyer and Sebastien Noel met while studying at the Royal College of Art in London and have received awards such as the D&AD Yellow Pencil in 2009 for their digital sculpture 'Cloud' in London Heathrow Terminal 5 and ‘Palindrome’ at the V&A in 2011. In 2012 Troika was nominated for the Design of the Year Award by the Design Museum.
The impressive work within the Longchamp London store is entitled Homograph and has been created from suspended anodized aluminum plates. Itis complemented by vertical screens showing specially commissioned graphic works from specialist French artists, Trafik. These works will also reflect the creative movement that lies at the heart of the Longchamp brand and this store, la Maison in Motion.
A new “Légende” is born…a not-to-be-missed London edition!
To mark the opening of its flagship store “La Maison in Motion” on London’s Regent Street in September 2013, Longchamp is revisiting its legendary Légende bag in a very British version, customized with the Union Jack flag.
It offers a reinterpretation of the iconic bag launched in 2007, which can be recognized by its black patent calfskin. Sophie Delafontaine, Longchamp’s Artistic Director, recalls, “It was during a photo shoot for our advertising campaign that Kate Moss saw the bag for the first time and recommended that I add a flamboyant flame red lining. In a way, it was my first collaboration with her.” Since then, the Légende has been seen on the arm of Kate Moss, of course, as well as Kate Middleton, Madonna and Claudia Schiffer.
A fashion accessory by definition, this new version keeps its impeccable style with its pure, elegant lines and will doubtlessly be at the top of fashionistas’ wish lists for the fall season.
Only fifty examples of this limited-edition bag will be produced, exclusively available from September 2013 in “La Maison in Motion” in London.